The Japanese Sony admitted on Wednesday that the annual loss of the company will be five times larger than predicted four months ago, 50 billion yen (360 million euros). After officially presented new smartphones hours before the Apple event in the past 9 days, in an attempt to strengthen its market position, the CEO of Sony has confirmed that the company expects to have losses this year amounting to 230 billion yen (over EUR 1 650 million).
Sony has not given up reaffirm the market of mobile devices and last week announced two smartphones Xperia Z3, Z3 Xperia Tablet Compact, the SmartBand Talk and the SmartWatch. Despite the new products, the company seems to have managed to avoid what many analysts already expected: Sony can not impose itself among the largest manufacturers of smartphones , a list led by Apple and Samsung and where China’s Xiaomi rookie is gaining ground.
President Kazuo Hirai executive said, quoted by news agencies, that mobile devices will remain among the three main categories of products from Sony available in the market, despite estimates sales of these devices is low.
Hirai thus fails the promise made when he took over the company in 2012 to strengthen the Sony brand in the restructuring process in recent years through new mobile products, gaming and image. “I’ll be in the center to ensure that the restructuring will be completed this year and there will be profit the following year. Recovery is my responsibility,” he said Hirai. “This is the first time I did not pay a dividend and feel strongly that management responsibility,” he continued. This will be the first time since the company was listed on the stock exchange in 1958.
According to the official, Sony will focus on “identifying market risks and emphasize profitability.” The company has also provided a new cutting staff by the end of this fiscal year, firing between thousand and seven thousand of his officers in the mobile products. Earlier this year, Sony tried to reduce their costs by selling the computer division, marketed under the Vaio brand.
In all departments of the company’s products, which remains profitable is the product for video games. In June, the brand has become, for the first time in eight years, global leader, dethroning Nintendo due to the success of PlayStation 4 (PS4) console. Also with good results is the image area, with Sony to benefit from growing demand for sensors to be integrated in smartphones of other brands such as Apple, for example.
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